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个人定制游需求多元 物有所值怎么体现

2017-08-11 10:03:21   新华网

甘先生在多次定制游过程中也发现,因为自己的旅游需求相对超前,在和一些定制师初步沟通时,他们还不太能理解这样的旅行方式,反而希望在行程中加入更多观光景点或旅游目的地。以克罗地亚的行程为例,当时的定制师认为当地知名的景点十六湖最好去一下。事实上,甘先生之前去过一次十六湖,对这个景点印象一般,但因为有个别团友想去看,大家还是听从定制师建议去了一次。结果,等他们颠簸数小时抵达十六湖后,团友们发现这个在网上被吹得神乎其神的湖,并不比九寨沟漂亮,有些后悔。

尽管这个小插曲在整个定制游过程中只是个小偏差,但甘先生认为,要真正留住相对高端的客户,旅游定制师的水平还有待提升,这样才能真正理解游客的需求并推荐真正符合游客品位的去处,让游客心甘情愿掏定制服务费。

 没统一标准,价格似一笔糊涂账

定制游存在的另一个问题,是各家旅行商对定制游的理解和定义不一样,没有统一标准,体现到价格上,就是一笔糊涂账。

仅从服务模式上来说,甘先生所体验的定制游接近于一对一服务,即一个定制师固定对应一个小团队,根据游客的个性化需求设计线路。许女士享受的定制服务是某公司提供一个平台,由各家定制游公司入驻平台后竞争游客,提供的定制服务相对比较简单。

在某定制游平台上,游客提出定制需求,一两个小时后,一个个性化方案就会成形。在早期,一个定制师要花30天打造一个定制行程。现在通过前期积累下来的数万组数据,后台理论上根据排列组合会产生上亿个方案。无二之旅联合创始人蔡韵认为,随着人工智能的应用,行程设计将自动完成,定制师将致力于更个性化的服务。

携程定制总经理徐郅耘坦言,现在市面上多数的定制游仍处于初级阶段。对更多旅行商来说,要尽快培育这一市场并从中获得实打实的订单和利润。从某平台暑期数据来看,旺季的定制游订单每月达12万单以上。

在各不相同的定制游标准下,各家旅行商对定制游服务的收费也各不相同。比如,有的公司会将定制服务费和税费单独列出,约占旅游总费用15%左右;有些专做非洲线路的小型定制游公司,其毛利率可达30%至50%。然而,大多数旅游公司的定制游服务费用不会单列,成为一笔糊涂账。

 法规滞后,定制小团在打擦边球

比起价格、服务标准不一和游客认知度有限,春秋国旅副总经理、定制游负责人周卫红认为,定制游当下面临的更大挑战,是相关法律法规的相对滞后。

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